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The surge in functional cereal companies continues with another entry into the space from over in the UK, with Crispy Fantasy. It joins the growing list of well-marketed, high-protein, and flavor-driven cereals, and it recently expanded its flagship product into an actual menu. Until this month, Crispy Fantasy only had one flavor of cereal on the market in classic Chocolate, and now there is also Honey and Cinnamon. With deep-rooted beliefs in democratizing access to nutrition, Crispy Fantasy creates better value for its customers at a more affordable price. Crispy Fantasy, co-founded by Raphaël Nahoum (left) and Andrea Rodrik (right), is the first hassle-free breakfast cereal brand in Europe. (PRNewsfoto/Crispy Fantasy)
Bouton, who described Crispy Fantasy as the “Halo Top of cereal,” noted how the cereal startup will be leveraging their distribution platform — currently sold in more than 30 countries — to eventually build a global presence. Rahal also said in a statement: “With my experience, I'm going to help these amazing founders with all the problems that emerge with the company building process.” Strategic Market Expansion Crispy Fantasy is billed as a vegan cereal and, Rodrik and Nahoum explained, they expect to capitalise on growing demand for plant-based products beyond meat and dairy alternatives. Attention has been paid to the nutritional detail of product formulations. Each box of Crispy Fantasy provides four times more protein and 50% less sugar per serving than the ‘leading’ cereals on the market, the group claims.The bottom line for Crispy Fantasy is to focus on taste first and excel what a typical healthy cereal should be other than zero sugar or grain, aspiring to be the European challenger brand to a breakfast cereal duopoly — Kellogg’s and Nestlé, owner of Cheerios outside of North America and Shreddies, according to Rodrik and Nahoum. We believe the European breakfast cereal market is ripe for disruption especially as there haven't been any new products that cater to the needs of health-conscious consumers,” Rodrik and Nahoum told FoodNavigator.
The industry has been untapped for decades and is clearly dominated by a few long-standing incumbents. From a nutrition perspective, the current leading brands in the cereal market are high in sugar and low in real healthy nutrients. Crispy Fantasy stands out with our first-to-market ‘junk-free, hassle-free’ brand proposition by using only clean, natural, and wholesome ingredients, including pea & soy protein, avocado oil, and unsweetened cacao powder. Our product also contains at least 50% less sugar compared to legacy brands on the market. Crispy Fantasy's gluten-free, high fibre, and plant-based attributes also make us a no-brainer for health-conscious consumers,” we were told. In Crispy Fantasy’s other more recent flavors, Honey and Cinnamon, the nutrition profiles are a bit different; in fact, you get as much as 13% more protein, around double the fat, and 122 to 126 calories instead of 109. Obviously, it comes down to taste for functional foods, and Crispy Fantasy’s cereal does sound good, featuring a traditional hoop shape, and it does have some sugar which should help it deliver a great taste.We're extremely fortunate and honoured to be supported by amazing US entrepreneurs, including Doug Bouton from Halo Top and Peter Rahal who sold RXBar to Kellogg's - they both have incredible experience building and operating brands in Europe too. In the near future, Crispy Fantasy will also enter other European nations, including Germany, and we're so excited to ultimately build a global presence for our hassle-free, junk-free, and incredibly delicious product,” FoodNavigator was told.
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